Facing signal loss challenges post-iOS 14, Kaelin led a test at a major multi-category retailer to improve paid performance by leveraging influencer-generated content (IGC). She implemented a whitelisting strategy, running creator content in separate ad sets to better align with Meta’s algorithm and regain performance visibility.

The A/B test compared influencer-led ads to traditional brand assets using identical audience targeting. Creator ads delivered 2x the AOV and more productive incremental spend than branded ads. Based on these results, Kaelin scaled the approach, expanded whitelisting across campaigns, and influenced merchandising decisions—including reordering high-performing items featured by creators. One key product, a seasonal Bunny Ear Archway, sold out within three weeks after being boosted through influencer content and whitelisting.

This strategy not only improved performance in a post-signal-loss world but also unlocked new creative and data signals to help scale campaigns more effectively.

At Scooter’s Coffee, Kaelin led a campaign optimization effort focused on improving efficiency and lowering acquisition costs through refined digital targeting and creative strategy. With the focus on restructured audience segments to prioritize prospecting—intentionally excluding loyalty and existing customer lists—and expanded reach beyond traditional geo-fencing.

This test introduced new media channels like TikTok, Spotify, and Pandora alongside Meta, shifting from static brand ads to more visual, influencer-style content to increase engagement. As a result, CPMs dropped by over 75% within the first week, and campaign performance more than doubled compared to previous efforts. The approach also drove record-breaking days for several locations, even outside of peak promotional windows.

This test became the blueprint for broader campaign rollout, validating the power of precise audience strategy and content differentiation to drive real business results.

At a major online retailer, Kaelin partnered in a cross-functional initiative to increase digital SKU productivity by developing a content scoring methodology rooted in an A+ content approach. With thousands of products across marketplaces, the team needed a system to prioritize optimizations that would drive measurable results. It began with a competitive audit to identify marketplace best practices, which informed a proprietary scoring model tailored to customer and business needs.

The model evaluated key content drivers—including image count and quality, SEO-optimized titles, enhanced copy, and supporting media like infographics and video. More than 3,900 SKUs were scored and prioritized for updates based on potential return. SKUs with optimal scores proved to be 1000% more productive than low-scoring items, validating the model and unlocking new content-driven revenue opportunities.

Kaelin then led the effort to build scalable workflows that integrated the scoring system into both SKU setup and ongoing optimization. Updated SKUs outperformed control groups by an average of 10 index points in sales. The scoring framework became a foundational tool across merchandising, creative, and digital teams—bridging product content, performance, and customer experience.